Does your opening suck?

I recently asked a client  “Why would someone want to leave their current role and move to your location to work for your company?”   They replied “it’s a job”.  So I asked “What if they are employed?”.

When I started asking this question 15 years ago, I didn’t realise that it was a tough question.  Because it is a tough question, I ask it all the time. 

I usually hear silence first, then a bunch of rambling.  Very few people can elicit a well-thought-out, compelling argument as to why someone should work for their company….why it doesn’t suck. 

Attracting people in this economy is hard, and if you basically say “it’s a job”, you will lose. 

Everyone in your company, particularly those who interact with applicants and interviews, should be able to clearly state your UVP proudly, and the company should constantly be trying to improve it if they want to grow and attract talented employees. 

Your UVP is a combination of company culture, compensation/benefits, career growth (mentoring/career path), the social benefit you provide to society, where your passion lies as an organisation, and why your location is attractive.

If your UVP is strong and compelling, you have great retention and probably find it easy to find people.   These companies are featured in magazines and employees refer their friends to work there.

If your UVP is weak or non-existent, you probably face a lot of turnover and have trouble finding great people.   There is a lot of grumbling and it’s hard to find people. 

Learn your UVP.  Improve your UVP.  Use it to sell candidates on your openings, both in your ads and in your interviews and discussions.  If it’s compelling,

If you need help, I’m happy share a questionnaire to help you think through it (for free of course), or for our clients, we help them as part of our services.

Ed Keil

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